We Have Lost
There was no good way to deliver the news, so I just made it the title.
A major point of this effort has been to show PepsiCo where its error is when it diagnoses its Diet Mountain Dew sales plummet. Unfortunately, not only are we not getting that plummet, but Diet Mountain Dew sales are on fire. Preliminary convenience store data shows Diet Dew sales up 17%, and other indicators corroborate this result. This is incredible growth in the carbonated soft drink industry, which has suffered mercilessly at the hands of sports drinks, energy drinks, and water for the past several years. It is unassailable evidence that from the only perspective that counts—the business perspective—PepsiCo did the right thing when they reformulated Diet Mountain Dew.
We are a vocal and organized minority, but a minority nonetheless. As much as we all continue to be irritated by the absence of our soft drink, it is the new reality. The previous formula of Diet Mountain Dew is permanently gone. I'm really sorry, folks. We all gave it a good run and fought hard, but it's time to accept that. Thanks to everyone for all you did to try to make it happen. Special thanks to M.V., my occasional creative development partner and guest contributor. Very special thanks to Jeremy Gibbens, my "brother in arms" at FightForFlavor.com, with whom I strategized and bandied ideas frequently. You rock, man—and thanks for turning me on to Diablo Cody.
I've enjoyed NewDietDewIsYucky.com. It's been a good creative outlet for me, I've learned a lot about the beverage industry, and I've corresponded with some interesting people. I'll keep the site up a while longer for whatever entertainment value it has, but I have surrendered.
My very best to everyone in all you endeavor.
- Bo Williams, May 26, 2006
(email address removed)
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©2006 Bo Williams. All rights reserved.
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